Retail

Design par excellence

Frag has opened its first store in Milan

IMAGE: GIONATA XERRA IMAGE: GIONATA XERRA

As Salone and Fuorisalone approaches, Frag has opened its first store in Milan. The store shares the ground floor of 38 Via Carducci with Olivieri in the Sant’Ambrogio district in the centre of the city. Rugs from Carpet Edition complete the mix in the Mo.1950 concept store.

Matteo Lualdi of the lualdimeraldi studio, who designed the layout – which covers less than 3,300sqft – has resisted the temptation to fit in a multitude of products. Less is more is his approach, with just 10 roomsets. These are of bestselling products and will be updated after Salone to include the 2022 collection.

‘The opening of the new store in Milan

IMAGE: GIONATA XERRA

IMAGE: GIONATA XERRA

IMAGE: GIONATA XERRA

represents a real turning point for Frag, first by giving us a presence in the city of design par excellence, but also for the prestige of the exhibition spaces that host us, and above all for the importance of the partner with whom we have embarked on this new adventure. The philosophy underlying Frag production perfectly complements that of Mo.1950, both companies being traditionally attentive to quality,’ says Franco di Fonzo, Frag president.

The store benefits from eight large windows looking onto the street and adjacent square. Lualdi’s guiding principle in designing the store was to preserve the architectural features of the historic and prestigious building it inhabits, including the shapes of the rooms and various emblematic features. The result is a functional and immersive space that shows the brand in a dynamic and visual continuum.

The collection’s most iconic items are positioned throughout the rooms to showcase the craftsmanship in leather and saddle leather that typifies Frag products. Furnishings for the living, dining, home office and sleeping areas, created by some of the most successful designers on the international and Italian scene, include Ferruccio Laviani, Dainelli Studio, Christophe Pillet, Mist-o, Gordon Guillaumier, Nigel Coates and Calvi and Brambilla. Visit: www.frag.it

IMAGE: GIONATA XERRA IMAGE: CRISTINA SINELLI

Responsibility

Staingard eco is safe and easy to use with no detrimental effect on the appearance and handling of the treated item

Staingard eco is better for the environment and revenues

‘We all hear daily the carbon-free pledges across every industry and market, but how has this affected the consumerbuying decision? When it comes to the home, design and practicality have been the two driving forces for decision makers, until now, says Mark Taylor, Staingard marketing manager.

‘Some 45% of the UK population now actively seek products that are considered environmentally friendly, according to Statista, and 65% of customers would be willing to spend up to a fifth more on eco-friendly products, according to Retail Focus. It’s not just Generation Z and Millennials that are holding companies to account: 69% of 18–44-year-olds would be willing to spend more on environmentally friendly products, as well as 50% of those aged 45 and over.’

Taking the best of traditional compounds and combining with a new, cleaner technological process, Staingard has stepped away from fluorocarbons and created a process non-toxic to the environment based on polysiloxane chemistry to produce Staingard eco fabric protector. With its bio-eliminating properties no harmful products seep back into our rivers and landscapes.

‘When it comes to fabric or carpet protection, oil and water are the foundations of permanent damage, Staingard eco has been laboratory tested and provides the shielding that enables total peace of mind for our customers. The spray-on application is safe and easy to use, and has no detrimental effect on the appearance and handling of the item. In-store promotion has been carefully designed so that eco branded swing tickets adorn carpets and upholstery. We have built a strong reputation renowned for quality of performance, product ranges and customer care, with years of research anticipating customers’ needs and finding the solution,’ says Taylor.

‘The protection of household items such as carpets and furniture combined with the need to protect our precious environment has led to the latest Staingard innovation. For me, it is vital our business is ensuring a healthy environment for our grandchildren and the generations to come. We worked tirelessly testing alternative products until we formulated the same highperformance protection we are known for, whilst utilising an environmentally friendly production process and end-user formula. Our retailers and their customers expect the best and that involves quality products and ethical solutions to make our lives easier and protect our environment for a brighter future,’ says Paul Aiston, Staingard md. Visit: www.staingard.co.uk

Staingard eco is a spray-on application